The article gives some information on The Evolution Of Small Business Marketing. In order to effectively examine the best marketing strategy for your small business, it is important to look back and see the evolution of different styles of small business marketing.
Before the internet and ubiquitousness of email, companies relied heavily on print marketing. Print marketing is a very costly approach since the company pays for each piece of material. Many companies send out massive amounts of promotional materials to their list of potential customers. Many of the printed materials are simply thrown out.
While print marketing has and still has its place in a company’s overall marketing strategy, does your print marketing approach set you apart from your competitors? The problem is your competitors are putting the same sales-type-rhetoric on their materials like you are. They are telling the same customers that they are have the same commitment to excellence and are focused on quality and so forth. You may be better than they are, but they are going to convey the same message either way.
With the rise of the internet came the need for every company to have a website. A company’s website was their billboard providing basic information regarding the company. Most companies and small businesses considered little more than “just having one” when it came to applying any sort of marketing strategy to their website.
The Rise Of Email Marketing and Email Newsletters
After companies and individuals began relying heavily on email for communication, email became a focus when it came to marketing. Small businesses began developing newsletters meant to keep clients updated with events and happenings in their market or industry. The main focus was to simply keep their brand in the minds of their customers. A sound strategy that still works today to an extent.
The problem with email marketing and email newsletters these days is that people are trained to ignore over half the email in their inbox. Most everyone in the corporate world these days gets over 100 emails a day. With this massive inflow of communication comes the natural tendency to filter out junk email.
Furthermore, newsletters are effective to an extent, but most companies send out a single newsletter to their entire contact list. Because the information is not tailored to specific groups of your contact list, it can lose its effectiveness. It is more effective to send targeted content to targeted groups of contacts. However, this is more time consuming and harder to manage. Well, actually it’s not, if you leverage the right resources.
E-Marketing 2.0 – Blogs and Segmented Email Lists
With the rise of web 2.0 concepts and technologies, new marketing concepts are at the forefront of small business marketing. Small businesses have an incredible opportunity to communicate with their customers at a much higher level of engagement for so little cost than ever before.
It is time to turn your small business static website into a dynamic blog that provides indepth, highly relevant content to your potential customers. Enhance your website to offer more to your visitors than just the basic information that they already know.
As you gain new visitors, you can enhance your ability to target customers by implementing a voluntary email subscription list. Entice your visitors to sign up for an email list by offering a free report or ebook regarding relevant industry content. Leverage Aweber to manage multiple, segmented email lists. By segmenting your customers into multiple lists you can categorize your clients and customers by type or however you think would enable you to target them easier. Then, provide specific content to each email list based on the type of client they are.
If you think your small business is ready to step up your marketing with these new methods and technologies, you might consider subscribing to Small Blogging content to help you transition your marketing program.